The effect of multi sensory marketing and store atmosphere on customer satisfaction and consumer buying behavior

Increasingly conscious consumer base and intense competitive environment lead businesses to seek to be preferred by using different elements other than product quality and diversity. Consumers now care about the entire purchasing experience, not just the product. When purchasing products or services, store atmosphere elements such as ease of access, spaciousness, cleanliness, and sales staff attitude play a significant role in consumer preference by appealing to their senses, in addition to product quality and variety (Eroğlu and Karen, 1990). Knowing the effects of sensations on consumers helps businesses strengthen their marketing strategies. Multisensory marketing is a marketing method that appeals to the senses to influence consumers' perceptions and stimulate their subconscious (Huӏten et al., 2009). In order for businesses to make their marketing activities more successful, they need to know more about consumer senses and learn to appeal to as many senses as possible (Krishna, 2010). The aim of the thesis is to reveal whether multi-sensory marketing and store atmosphere factors have an impact on customer satisfaction and purchasing behavior. The survey form prepared for this purpose was filled out on a voluntary basis by 374 participants who were reached by easy sampling method among social media and internet users via Google Forms. The data obtained was analyzed with the SPSS program. According to the results of the analyses, it has been revealed that multi-sensory marketing and store atmosphere factors affect consumer satisfaction and consumer purchasing behavior.